John Sullivan — Connor Dethlefs

Ernest Hemingway once wrote, "Every man's life ends the same way. It is only the details of how he lived and how he died that distinguish one man from another."

John Sullivan’s life's details include playing in the NFL and running an adventure outfitting company. It’s what made him the most adventurous man in sports.

The first step of every branding project: moodboards.

Written or spoken language? Easily misunderstood.

But visuals? People respond to visuals (“I like that” or “I don’t like that”). It’s a universal language.

Much like the message he preaches and the life he’s lived, his brand needed to feel utilitarian.

We created it to feel less digital and more analog.

Here are the results ⬇️

Thumbnails + Graphics

Mike London